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How to write the strategic plan and marketing plan for your product
table of contents :
What is the marketing plan? Is it important to take it in the test before the start of the marketing process.
The complementary relationship between what you want to achieve and what you have? And how to implement it in practice.
How to use what is available to you to get the best results?
How do you know you are going with the right plan?
2. Is there a difference between the marketing plan and the marketing strategy?
3. Steps to prepare a distinctive marketing plan:
Market analysis.
determining the goal .
Define the main message.
Buyer persona study.
Study competitors.
Determine the budget.
appropriate marketing means.
Implementation plan and schedule.
Monitor and measure performance.
4. Implementing the marketing plan, following up the results, listening to customers' opinions, and obtaining feedback.
1. What is a marketing plan? Is it important to develop it?
It is a strategy developed by the organization to promote and market its projects and products according to a specific time plan and according to a specific method, and its importance lies in organizing, implementing and reviewing the marketing efforts of the organization and helping it compete and obtain more customers
The study should also be based on real figures and studies that are appropriate to the nature of the field and products.
The importance of having a marketing plan lies in the implementation of marketing initiatives
For the company without exposure to losses, it facilitates the process of communication between all departments
Within the company and between the company's employees and customers, identify the best channels
Marketing that achieves the benefit of the company in its advertising campaigns.
The complementary relationship between what you want to achieve and what you own and how to implement it on the ground
The existence of a marketing plan leads to integration between the set goals and the deliberate steps and procedures that are actually implemented. In order to achieve this, there are 4 types of marketing plans:
1.An annual marketing plan: Companies have an annual marketing plan through which they seek to think about the campaigns and goals they want to achieve this year, such as: increasing sales for this year by a certain percentage, expanding market share in certain regions and places, increasing brand awareness, improving customer interaction, obtaining A certain percentage of new customers.
2. A marketing plan to launch new services or products: When companies think about launching new products or services in the market, they are often interested in having a comprehensive marketing plan dedicated to this. The unmet needs and requirements that the new product aims to meet must be identified, and the unique product features that can meet The needs of the target audience and identify the appropriate means for customers.
3. A marketing plan for paid campaigns: Companies rely on paid ads to increase awareness of brands, increase traffic to the site, and increase sales. This can also be measured from (KPIs), one of the main indicators for measuring performance, and through which it is possible to know the number of clicks, conversion rate, Cost per click or revenue generated.
Also, choosing paid channels that suit the target audience, such as ads on search engines (Google Adwords) or on social media such as: Facebook Ads, Instagram Ads, or paid content marketing, television, radio, and others.
4. Content plan: Before starting this plan, you must know the target audience and the issues that concern them in order to find out the content that will arouse their attention and meet their needs. It is also better to set a schedule for publishing the content at specific times and then promoting it through social media channels, and interaction with it can be improved. Content by requesting participation, commenting, responding to comments, and using tags related to the topic.
How to use what is available to you to get the best results
Company owners always try to get the best results and achieve the goals that have been set, but upon actual implementation they discover that the goals they set cannot be achieved for several reasons, including: insufficient budget for marketing, lack of marketing cadres capable of implementation.
Therefore, a marketing plan must be available to work according to the available resources and manage them well, and the existence of a plan that guarantees saving time and implementing the required activities in the specified time and knowing who will achieve them, and thus it will be easy to track the work and make sure that everything is going well and on time.
How to know that you are going according to the right plan
Having a marketing plan ensures that you are on the right track all the time, through which everyone knows their required role, the time period required to complete what is required, and the appropriate way to implement the strategies included in the plan. Thus, the plan acts as a compass for the road map to guide everyone towards taking the right steps.
So if you want to know where your project is? You will be able to refer to the plan and make sure that everything is going well according to the steps set, and in the event of any delay or regression in the plan, the person responsible for the matter will be directed and communicated with him in order to find appropriate solutions for him, and also use data analysis tools to measure the impact of (KIPs) And the main indicators of marketing campaign performance, data analysis to help you know if the wholesale is achieving the desired results such as: increased traffic, increased conversion rate, and increased sales.
2. Is there a difference between the marketing plan and the marketing strategy?
One of the common terms in business is the term marketing plan and the term marketing strategy, so what are the main differences between the two terms?
The difference between a marketing plan and a marketing strategy is based on the goal, timing, elements, and reports.
1. Objective:
The goal of the marketing strategy is to visualize the team (why) marketing objectives ar
e set, and to know the steps to be followed to reach the right customers, as well as to know the target audience.
Competitiveness, and to analyze competitors, the following steps can be followed:
Identification of competitors: Competitors are of two types:
1. Directs: Companies that offer products and services similar to yours.
2. Indirect: companies that sell products and services that are different from yours, but target the same needs of users.
It is better not only to know the competitors, but it is important to address some other competitive details that enable you to overcome competitors, including knowing the following details:
Competitive advantage: What is the competitive advantage that each competitor offers and makes customers buy from them? And how will you be able to deal with this feature.
Market share: How much market share do they own out of the current total market?
Marketing strategy: What are the marketing strategies?
they use?
Determining the marketing budget: allocating a certain amount of money for the process of marketing and promoting the product or service during a specific period of time that could be a month, 3 months, 6 months, or even a full year or more, and it includes what is spent on:
Social media marketing campaigns.
Design and development of a brand website.
Email marketing campaigns.
Publications, television advertisements, newspapers and magazines.
Operational costs, which include the costs of tools and programs used in implementing marketing plans, and anything spent on it that would contribute to the marketing business are included within the marketing budget. It helps you make the right decision about your next investment step, giving you a clear vision of what you can achieve.
Appropriate marketing methods: These are the tools that suit the type, size, and objectives of your project and help you reach your target audience and increase your sales. There are many different marketing methods that you can use, such as:
Advertisements: Using various means of communication to build a positive image of your project in the minds of the public, such as: press conferences, television interviews.
Sales: Interacting with potential customers to persuade them to buy your product, such as selling via the Internet, in person, or over the phone.
Digital means: using the Internet to spread a marketing message about your project or product, such as: blogs, social networks, videos, e-mail.
Gorilla marketing: using creative and unconventional methods to attract public attention to your project, such as: promotion in public places, virtual marketing, or talk marketing. This type of marketing is suitable for small companies that want to reach a large audience at a low cost, as well as large companies that want to Media uproar.
Implementation plan and schedule: A part of the marketing plan that determines how and when the company will implement its marketing strategy, and what are the tasks and responsibilities associated with marketing activity.
Determine and arrange the tasks and the relationships between them: Determine whether the tasks are independent, simultaneous, or sequential, and is there mutual influence between them?
- Determining the main activities: the activities that the company determines to achieve its goals, such as: launching an advertising campaign, organizing a historical event, launching an advertising campaign.
- Divide the main activities into tasks: Divide the main activities into sub-sub-steps, such as: designing an advertisement, or writing content …. .
Distribution of tasks: Who are the people responsible for working on these channels? What are the steps that must be taken?
- Setting a schedule for the main activities: Estimating the time period that each activity takes from start to finish, based on previous experiences and expert opinions.
Marketing channels: What are the marketing channels that you will work on during the agreed period to achieve the set goals?
Monitoring and measuring performance: A process that aims to improve current management and results and helps achieve goals. It also links plans and performance to future results. To conduct an effective monitoring process, the following steps must be followed:
- Defining key performance indicators such as: KPIs, which are quantitative measures used to measure the extent to which set goals are achieved, the percentage of sales, and the number of participants. Performance indicators must also be measurable, relevant, and temporal.
Data collection and analysis: The process of collecting data related to key performance indicators such as: reports, questionnaires, observations, and then analyzing this data using graphical methods or tables to understand changes, trends and differences in performance.
Using the results to make decisions and improvements: From the information and data collected and analyzed, through which the strengths, weaknesses and opportunities for improvement are known, and effective decisions are taken to increase the efficiency of the project.
4. Implementing the marketing plan, following up the results, listening to customers' opinions, and obtaining feedback.
After completing the development of the marketing plan, the timetable for its implementation, and the distribution of roles, the results must be followed up and the customers’ opinion heard to obtain feedback, which is one of the important steps to know the problems that customers faced and work to fix them, and to know the strengths of the marketing campaign, and to implement these steps, the following tips can be followed:
Implementation of the marketing step: The process of applying the marketing strategies and tactics that were identified in the plan with the help of available resources, teams and tools. The implementation of the marketing plan must be consistent with the schedule and budget in the plan, and be flexible to adapt to any changes or challenges that may occur during implementation.
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